Car Sponsors of the Tour De France

The Tour de France is the largest cyclist race in the world and the most fascinating too. The annual event takes place throughout France and has over the years attracted participants from outside France. It is thus prime ground for advertising, one that has seen the world’s leading companies form mergers, announce takeovers and increase customer base and sales through the significant act of sponsoring the event.

Car companies can become official sponsors for the Tour de France in two ways: by contacting the Tour de France representatives/organisers or by contacting individual bicycle teams directly. Car sponsors are there mainly to facilitate the smooth movement of riders and officials involved from one point to the next. The event has numerous start and stop points between the start and finishing lines. Sometimes, the distance between the stop point for one stage and the starting point for the next can be far apart. Car sponsors come in and offer to transport the riders to the respective start points for the next stage of the race.

Another way to sponsor the event is by transporting everything the riders need to enjoy racing comfortably. This involves working closely with distributors and repairers for the teams. Car sponsors have the opportunity to parade their cars while accomplishing the distribution role that is required of them. In addition to using their cars for the transportation, they can have their logos on all Tour de France vehicles involved in the event or traveling within the cities the event is held, of course with the consent of the car owners.

There are many service providers involved in the cyclist race. Car sponsors provide the vehicles needed to transport these people to and fro through the stages until the race is finished. Sometimes a sponsor can contact the organizers a bit late or even early, but find that all sponsorship slots have been taken.

They have the option of contacting individual service providers if they really want to sponsor the event. By availing their cars and related services to them, they have the opportunity to enjoy the same benefits that sponsoring brings, even if they are not in the heart of things. The publicity the Tour de France receives is such that a sponsor is bound to be noticed no matter how secondary their role may seem.

There are camping specialists that make it possible for riders and spectators to enjoy memorable campsites throughout the cyclist race. This is another area in which car sponsors can get involved, transporting their equipment. They can also move spectators from one stage to the next. The media noses around every detail of the event, thus increasing your company’s likelihood of getting visibility.

Car sponsors are also involved in ensuring that the event organizers effectively monitor the race in real time. Monitoring is needed on the participants’ and spectators’ front, to rule out any impropriety involved. By partnering with GPS, tracking and video surveillance companies, they can ferry the equipment needed to carry out surveillance and the technicians in charge of operating the same to make it all a success.

In events as large as the Tour de France, every sponsorship role matters. We’ve seen mattress manufacturers come and distribute mattresses to riders in support of a good night’s rest to keep one fresh enough for the race. A car sponsor can offer to carry these mattresses!

Additionally, each participating team creates celebrity buzz. Car sponsors covering individual teams are proudly listed on each team’s list of sponsors, whether they got the role through the organizing team or as contracted by the team(s).

Hugh McInnes is an avid Tour de France fan who watches the struggles that cyclist racers have to endure when covering the 21 stage event. During the event, he also notices car sponsors parading throught the various streets in France.

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